A one-person media buying practice.

BNG Media Hub is the working name for the independent media buying practice of Evandro Boing. It is not a company and does not employ staff — it is one operator, working directly, and everything published here is written in the first person for that reason.

My background is in business management. I spent years responsible for operations where the numbers had to reconcile at the end of the month, and I came to paid acquisition from that direction rather than from advertising. That shapes how I work: I would rather spend a week modelling a campaign than a week explaining a loss.

What the work involves

Native advertising sells placements on publisher sites — the recommendation modules at the foot of an article. Unlike social platforms, you are not buying an audience the system has profiled for you. You are buying inventory on specific sites, and the quality of those sites varies enormously.

Most of the job is therefore evaluation. Which publishers produce readers who engage, and which produce clicks that go nowhere. That judgement has to be made with real money, which is why the early stage of any campaign is deliberately small and closely watched.

How I approach compliance

I run campaigns within platform advertising policy, without exception. That means no misleading claims, no impersonation of news outlets, no unauthorised use of anyone's likeness, and no technique designed to show reviewers one page and readers another.

This is a commercial position as much as an ethical one. Platforms grade advertisers, and the ones that generate complaints get worse inventory and slower reviews. Staying inside the rules is the cheaper path.

Writing on this site

The articles published here are plain-language explainers on how the body moves. They exist because I find the subject genuinely interesting and because writing clearly about it is good practice. They describe anatomy and everyday habits. They do not recommend products, and they are not medical advice.